During the  Integrated Systems Europe show (ISE) 2025 in Barcelona, @Dan Goldstein, Chief Marketing Officer of AVIXA, conducted an insightful session at the AV Marketers meeting, which took place at the AVIXA Xchange Live booth. The session centered around a research shared with the audience, shedding light on the most common tactics used by marketing professionals when collaborating with the audiovisual industry or other partners.

The findings were revealing. A significant 67% of the audience shared that they primarily work with partnerships as their main marketing tactic. This was followed by 16% who rely on social media, 10% who use email campaigns, and 7% who focus on media and influencers. These insights highlight the critical role partnerships play in the strategy of marketing professionals within the AV sector.

The Power of Partnerships: Benefits and Challenges

Goldstein delved deeper into the benefits of partnerships, which were clearly valued by the majority of marketers. One of the key advantages of partnerships is the ability to tap into a network of trusted companies, which can help expand reach and increase brand credibility. Partnering with like-minded organizations allows for resource sharing, creating synergies that benefit all parties involved. Moreover, it fosters long-term relationships, building a foundation for sustained collaboration.

However, there are also challenges to be considered. Not all partnerships are equally fruitful, and finding the right partner is critical. Mismatched expectations or lack of alignment in values and goals can lead to missed opportunities. 

One interesting point that Dan Goldstein raised during the session was the possible risk of losing control when entering into partnerships. The audience shared a valuable perspective: the more your brand’s value and mission are clearly defined and ingrained in people’s minds, the less you need to worry about losing control. It was widely acknowledged that controlling a brand is increasingly difficult, if not impossible, in today’s digital age, where people are constantly talking about your brand across social media and other platforms. Clear brand positioning allows businesses to feel more comfortable with external collaborations, knowing that the core values of the brand are already understood and recognized.

The Importance of an Integrated Approach

The discussion was rich with examples from the audience, which included experienced professionals from the fields of marketing and communications. These experts shared their experiences of working with diverse partners, offering valuable insights into what makes collaborations successful. The conversation also brought forth the importance of integrating all available resources into a cohesive marketing strategy. It was clear that combining partnerships with social media, email campaigns, media relations, and influencers leads to a more effective and dynamic marketing approach.

What strategies have you found most effective in your own marketing efforts within the AV industry or with other partners? Share your thoughts with us in the comments below—we’d love to hear about your experiences!